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Introduction

This report seeks to highlight the demographic characteristics prevalent in the geographical areas where your donors live. This is done by taking your donors’ postal codes and pulling the demographic information available from the Canadian Census. You have given me 6377 donor records, of which 6346 have valid postal codes (in other words, 99.51% of all postal codes given are valid).

Below you will find your donor database divided into broad demographic groups (from here on in called ‘segments’) based on the Dwelling Type and Age of people living in the same geographical areas. Because there is nowhere in Canada where everyone is exactly the same, each segment is named according to the demographic characteristics that are more prevalent in that segment than others.

Segments are defined by a generally higher prevalence of dwelling types and ages and as such are named accordingly.

Following this introduction you can find the raw count/percent breakdown of your database according to those segments, and with it a comparison against all of Canada. After that you can find a more comprehensive profile of each segment that will give you a better understanding of the characteristics of the donors in those segments. If donation total information was given, a breakdown of donation performance by segment will follow. Finally, you can find a table at the end that shows you how each FSA in your donor database was categorized in terms of this Dwelling Type and Age segmentation.

How your non-profit compares vs. Canada

In this section can be found a table and graph that compare how your donor database compares against the Canadian population as a whole in terms of the represented Dwelling Type-Age segments. Both table and graph are sorted according to the percent of records in your database that were assigned to each segment. At the top can be found those segments which were more represented in your database vs. the Canadian population, and at the bottom are those segments which were less represented in your database vs. the Canadian population.

For example, the Dwelling Type-Age segment with the highest representation in your database vs. the Canadian population is Adults Aged 65+; Apartments & Other Attached which was assigned to 14.36% of all the donor records you sent to me. This percentage was 1.83 times the size of the same segment’s percentage in the population, meaning that this segment is over-represented as compared to the population percentage for that segment. Conversely, the Dwelling Type-Age segment with the lowest representation in your database vs. the Canadian population is Families; Row Houses, Semi Detached, & Other Attached which was assigned to 13.06% of all the donor records you sent to me. This percentage was 0.56 times the size of the same segment’s percentage in the population, meaning that this segment is under-represented as compared to the population percentage for that segment.

Raw Demographic Statistics for Donors in Your Database vs. the Rest of Canada

The purpose of the table report in this section is to give you very specific information about the demographics of the neighbourhoods of everyone in your database. These demographics are naturally different depending on the segment to which your donors were assigned. The segments are represented in each column of the table, whereas the specific demographics are represented by each row. You can sort the table according to any column by clicking on the column title. If you want all demographics to be visible in the table, click on the pull down menu to the top left of the table and select ‘100’.

As an example, in the Adults Aged 65+; Apartments & Other Attached segment, you will find that 41.68% of everyone in the neighbourhoods of those assigned to this segment reported an age of 65 or older, and there were 1.97 people per household on average. In comparison, in the Families; Row Houses, Semi Detached, & Other Attached segment, you will find that same percentage is 10.82% and the average number of people per household was 2.89.

Donation performance by segment

This table report is meant to give you an understanding of how the given donation information breaks down according to Dwelling Type-Age segment. Naturally, you should expect that any segment with a higher number of records will result in a higher overall donation total. As such, if you’re interested in a fairer comparison of donation performance across segments, consider sorting and comparing using any one of the following metrics:

25th Pct Donation Total: This measure tells you the donation total value that separates the bottom 25% from the top 75% of your donors. It is meant as a measure to help you define the typical low end of your donation totals. As well, if you find a large difference between segments in average donation total, but no difference in 25th or 75th percent donation total, then the chances are high that the averages are different solely because of one, or possibly a small handful, of high level donors.

Average Donation Total: This is meant as a measure of what the ‘typical’ donation total is. The higher this measure is, the more that the people in that segment tend to donate. In the fund-raising world, this measure is often highly susceptible to being skewed upwards by one extremely high donation total, or a small handful of of high donation totals.

Median Donation Total: This is an alternate measure of what the ‘typical’ donation total is. If you sort all your donors according to donation total, from lowest to highest, the ‘median’ donation total is the value that separates the top from the bottom half of your donors. The higher this measure is, the more that the people in that segment tend to donate.

Because this will always be the middle value, it is not susceptible to being skewed in the way that the average is.

75th Pct Donation Total: This measure tells you the donation total value that separates the bottom 75% from the top 25% of your donors. It is meant as a measure to help you define the high end of your donation totals. As well, if you find a large difference between segments in average donation total, but no difference in 25th or 75th percent donation total, then the chances are high that the averages are different solely because of one, or possibly a small handful, of high level donors.

% Who Donated: Of all the records who were assigned to each segment, this measure tells you the percent that donated in the period represented by the data you gave me (whether within the past year, or in a single campaign). A higher percent might indicate that your charity still maintains a high level of impact amongst donors in that segment, whereas a low percent might indicate a lack of such impact.

FSA segmentation summary

The below table shows a very simple numerical summary of all postal codes in your data according to how they were coded. The province and city are also provided where available based on valid postal codes. There are naturally no segments assigned/visible for the 31 records with invalid postal codes.